CMO roles in Fortune 500 decline as B2B firms lead the shift
New research from Forrester shows a significant decline in Chief Marketing Officer (CMO) representation at Fortune 500 companies, highlighting unprecedented volatility in marketing leadership.
The research found that CMO representation among Fortune 500 companies dropped from 63% to 58% year on year. The decrease is most pronounced in the business-to-business (B2B) sector, where CMO representation at the C-suite or CEO-reporting level has fallen from 48% to 42%.
Turning tide in B2B
B2B firms are leading this downward trend in executive marketing representation. The study indicates a shift in how B2B companies structure their marketing departments and distribute strategic authority. In contrast, business-to-consumer (B2C) companies maintain stronger representation, with marketing leaders having a steadier presence in senior management teams.
Forrester's study systematically analysed the executive leadership structures of all Fortune 500 firms over a 12-month period from 2024 to 2025. The assessment covered representation, tenure patterns, and demographic data to track changes in marketing leadership across several industries.
Leadership turnover
The volatility in marketing leadership is evident, with 22% of Fortune 500 companies experiencing a change in their marketing leadership over the past year. Retail and wholesale sectors saw the highest turnover at 32%, signalling a substantial disruption to the continuity of marketing strategies and broader organisational stability.
The findings suggest that a range of factors, from economic uncertainty to evolving organisational structures, are driving this leadership flux. Many enterprises are re-examining how they approach marketing within their strategic frameworks.
Shorter tenure for CMOs
The survey reveals that average CMO tenure has continued to decline, dropping to 3.9 years from 4.1 years in 2024. B2B marketing executives are experiencing even shorter average tenures of 3.5 years, while their B2C counterparts average 4.1 years. Healthcare industry marketing leaders report the longest average tenure at 4.3 years, suggesting these roles are more stable in specific sectors.
Economic uncertainty driving change
Forrester's report finds that economic anxiety is prompting many companies to rethink their leadership priorities in marketing. The survey notes that 51% of B2B CMOs and 43% of B2C executives anticipate a recession in the coming year. Budgetary pressures and the need to justify return on investment are putting marketing leaders in defensive positions, contributing to the ongoing volatility.
Women in marketing leadership
Despite the overall decline in marketing executive representation, women have maintained a majority in Fortune 500 senior marketing roles. The proportion of women in these positions increased to 55%, up from 53% last year. However, there is a stark gender gap across industries, with financial services reporting 67% female representation compared to just 33% in energy and mining.
Expert perspective
"The erosion of CMO representation isn't just statistical - it's visible in headlines across major brands," said Ian Bruce, VP and principal analyst at Forrester in this blog. "What we're witnessing is a deeper transformation for marketing leaders. The remit of the modern CMO has become a moving target, stretched between brand and demand, product and pipeline, digital and physical. Economic anxiety and budget pressures are triggering strategic reevaluations, and CMOs often find themselves on the defensive. Marketing leaders who can make measurable connections between brand-building, demand generation, and commercial outcomes are holding the line. The alternative is clear: Change or be changed."
The research concludes that the Fortune 500 CMO landscape is undergoing significant change, with tenure, representation, and responsibilities all in flux across industry sectors.
